How a paid lead generation engagement usually runs

How setup runs

Setup is where most of the work happens.

1. Agree scope and sign the partner's quote.
2. Connect accounts: Google Ads, Microsoft Advertising, Meta Ads Manager, LinkedIn Campaign Manager, GA4 and Google Tag Manager as needed.
3. Build campaigns, pages and tracking, then send drafts for your approval.
4. Test each conversion, launch, and watch the first days of spend closely.

Your side of the scoping

The partner can only scope what they can see. These items help.

• View access to existing ad accounts, if you want them looked at before the quote
• Your GA4 property and Google Tag Manager container details
• A list of forms on your site and where each one sends its submissions
• Any call tracking or chat tools in use
• Customer segments or job titles you want to reach on social platforms
• Products, services or areas you do not want to advertise
• Any industry rules on ad wording that apply to you

Who owns what

• Ad accounts. Yours, opened in your business name with your billing details.
• Pixels and tags. Yours, inside your Meta business account and your Google Tag Manager container.
• Analytics and conversion data. Yours, in your GA4 property and ad accounts.
• Inquiry data. Yours, in your CRM or inbox.
• Landing pages. On your website, or a page builder account in your name if that is agreed.

The partner gets user access to each one through the platform's own roles, and you can remove it at any time.

The first few weeks after go-live

Early spend tells you more about the setup than about the market. In the first weeks, the partner watches for search terms that do not fit, audiences that spend without converting, forms that fail on some devices and conversions that record twice. Expect a few rounds of adjustment. Ad platforms also need some data before their automated bidding settles, so snap judgments in this period are usually premature. After that, management moves to the regular cadence in your agreement, with reports and check-ins on a set schedule.